Platformance has launched RADIUS, a retail media platform developed in the UAE to bring greater integration and measurement to the region’s retail advertising space, together with Middle East Communications Network (MCN). As part of the launch partnership, MCN’s media agencies – UM, Initiative, and Magna Global MENA – will serve as the platform’s initial partners.
Aiming to counter the problem of retail media fragmentation in MENA, RADIUS aims to consolidate this space by providing a single system that connects retailers, brands, and media networks. The platform combines onsite and offsite data, offers real-time analytics, and supports campaign planning and optimisation through AI-enabled
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